Most companies match their annual closings to calendar years. This means that online marketing departments, apart from being focused on reviewing the metrics and benefits for the year that is ending, are also planning the budgets and the digital marketing strategy for 2017.

Digital marketing is having a lot of success in recent times, due to the great explosion of the internet. They highlight the massive use of social networks and the Saudi Arabia Phone Number List growing disappearance of the fear of buying through the network. The figures confirm this trend, since next year advertising investment in digital media (40%) will exceed that made in television (36%), according to the study presented by IPG Mediabrands.

According to David Tomás, CEO of Cyberclick, “we will see how digital marketing stands out above other media, since several generationals live connected to social networks and mobile phones. Of course, marketers must take into account what actions they report more ROI today and how we can use new technologies to our advantage. ” This company has collected in the report 40 trends and predictions of online marketing 2017 the changes that are to come in the sector. Ten of which are:

1.- The proliferation of specialized data analysis agencies
10% of what is invested in digital advertising is spent on ads that nobody sees. Although this figure is low, according to the World Federation Advertisers (WFA). Online ad fraud scams brands from 10% to 30% of the global budget. For this reason, agencies specialized in data analysis and software companies have begun to be born that block fraudulent traffic and detect it and clean it from the results collected by web analytics tools.

2.- Vertical video
In what position do we use mobile devices? These technologies have vertical screens. Hence, one of the booming trends is vertical videos. They are simpler and you don’t have to put the screen horizontally. The creation of this type of content will be a challenge for digital advertising and marketing agencies for 2017, requiring a new creative vision and conception of audiovisual advertising pieces.

3.- Object Based Targeting
Snapchat Ads has created a type of technology that will allow you to personalize your advertising (even more). It will be able to recognize the objects that users have posted on their social profile and subsequently display advertisements based on that object. For example, if you are having a coffee in the center of Madrid and you post a photo of that great moment on Snapchat, you will soon be receiving offers related to coffee products.

4.- Chatbots
They are the sensation of the year that is about to end, but they will become a used and widespread reality in the next twelve months. Customers will be able to communicate with their brands at any time and receive answers to their questions. Companies like Slack, Telegram or Facebook Messenger already use a virtual assistant based on artificial intelligence. It is true that the bots have caused a problem and the developers will have to work towards making the conversations more natural and more adaptive to human requests.

5.- Instagram Ads vs. Facebook Ads
Instagram’s ad platform has long surpassed Twitter’s in ad spend. The logical thing is that the next challenge is to overcome Facebook Ads. Mark Zuckerberg’s strategy is not to see his two social networks compete with each other, but to encourage the investment of advertisers to be equitable between Facebook and Intagram, creating combined campaigns and that they positively feed each other, improving the return on investment.

6.- Virtual Social Networks
Social media itself is nothing new, but with the arrival of virtual reality these will have a true evolution towards something that seems more science fiction than reality right now. Virtual social networks promise a much more personal experience between members, even without being close, since through virtual reality viewers they allow you to see a representation of other people and interact directly with them. Examples are Vtime and AltspaceVR. There are already devices that allow you this type of interaction, such as the Lenovo Phab2 Pro, which has a camera system with a 3D sensor for depth of field that explores the world around you and recreates it.

7.- Creation of a content strategy in real time
Until recently the contents of a brand were decided long in advance. With a forecast of weeks and even months. But many experts in content marketing have found that this way of proceeding every day makes less sense in a digital environment, where changes and information emerge at most a few days in advance. Hence, that the

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